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Work Background
REBORRNMarketing Transformation Consultant
Apr. 2023As a Marketing Transformation Consultant at REBORRN, I lead high-impact projects that help global businesses like The Coca-Cola Company rethink their marketing practices and processes and embrace a culture of exploration, innovation, and continuous learning. By leveraging design thinking—a human-centered problem-solving methodology—I help teams deeply understand their challenges, diverge to explore creative possibilities and converge on focused solutions, and then prototype these innovative ideas and iterate based on real feedback.
As a Consultant and Maker, my contribution spans from strategy to implementation, as I work on both the big picture and finer details, collaborating closely with cross-functional teams to deliver tailored solutions that deliver value and drive impact.
Chapman BrightMarketing Technology Consultant
Dec. 2021 - Oct. 2022Oosterhout, North Brabant, NetherlandsLeveraging Adobe Marketo Engage for account-based marketing and lead management for global enterprises like DHL Express and BDO Global. • Set-up & manage Marketo Engage instance and related documentation including multi-country roll-out.
• Design and implement marketing automation campaigns in Marketo.
• Execute email marketing campaigns with personalization and dynamic content, including building multi-step campaigns, automation rules, segmentation, landing pages, forms.
• Analyze email marketing performance.
• Optimize email marketing performance.
Emirates Nature-WWFDigital & Growth Marketing Manager
Feb. 2019 - Nov. 2021Dubai, United Arab Emirates- Successfully launched a youth-focused community, driving organic acquisition (2000 active users within 6 months) & retention (245% within 3 months). - Set-up and managed Hubspot for the organization, employing its full breadth of services from sales to CRM to email marketing. - Developed email automation including sales sequences & marketing workflows from lead nurturing, to member onboarding and engagement, to abandoned cart conversions and event confirmations and reminders. - Developed lead generation strategy with practical optimization plan across multiple touch-points including website, social & email. - Lead on the creation of promotional videos across multiple products within the organization including creative concept & scripts in English & Arabic.
Mojo Group DubaiHead of Social Media & Content
Oct. 2015 - Jul. 2016Dubai- Handled digital strategy, social media executions, affinity media, and content development for clients like General Mills, Procter&Gamble, Nestlé, Sanofi, Pfizer, Quest Arabiya, and Virgin Mobile. - Successfully launched and managed retention for an online forum for Diabetics with adherence to pharmacovigilance standards.
PULSE Healthcare Marketing SolutionsHead of Social Media & Content
May. 2013 - Jul. 2016DubaiAt Pulse, I get to work on digital for leading pharma companies, pharmacies and hospitals in the region including Sanofi, Pfeizer, Omron and Boehringer Ingelheim.
Mojo Group DubaiDigital Accounts Manager
Oct. 2012 - Oct. 2015United Arab Emirates
DiwaneeOnline Communities Director
Jun. 2011 - Jun. 2012Beirut - DubaiAs Online Communities Director, I was involved in social media strategy and creative work, servicing both our own publications and clients - with one main focus: women in GCC. Top clients included L'Oreal, STC, BEL and Johnson&Johnson.
Consultant / Self-EmployedIntegrated Marketing Consultant
Apr. 2011 - Nov. 2021Dubai, United Arab EmiratesLed startup founders through brand-building workshops, often stepping in as interim CMO to shape and drive their marketing strategies until a permanent hire was made.
Equipped B2B marketers with digital expertise, maximizing impact while optimizing budget efficiency.
Helped marketing managers redefine their strategy, from audience personas to digital funnels and customer journeys.
Acted as Digital Marketing Manager, leading strategy, media buying, content development, SEO, and automation.
Developed culturally relevant Arabic content that resonated with audiences and strengthened brand connection.
Clients included Procter & Gamble, EMAAR, RTA, and more.
Prime DigiKOContent Producer, Editor In Chief
Aug. 2009 - Apr. 2011Beirut, LebanonHead of content and digital media, I managed a team of local and regional reporters, producing content for digital platforms, including text and video.
Firehorse FilmsWriter / Researcher Multimedia Talk Show
Sep. 2008 - Mar. 2009UAEWriter for a Live talk show: Jarida Bila Warak - Multimedia + Head of Research on 7 programs for Abu Dhabi Media Company.
FreelanceFreelance in Film Production
Jan. 2002 - Dec. 2011Lebanon, UAEWas involved in multiple types of productions - features, shorts, commercial videoclips and TV shows, in the region. Occupied various positions including script supervision, production, writing and direction.
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